300 Today's Families

302 Career & Kids

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Overview

302 Career & Kids

Well educated, younger families working full time and own or are paying off their suburban homes.

Population81K

% of Population2.2%

Household Income$100k

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Summary

Just because they’re high earners and optimistic about the economy, doesn’t mean Career and Kids are carefree. With responsible jobs across the private and public sectors, these individuals simply want the best for their family — which can be a full-time job in itself, especially since keeping up with the Joneses is so important to them…

Walk with Me

I can’t believe it’s Monday again already. Where do the days go? This weekend passed in a blur: chauffeuring Sarah to her softball match and Russell to guitar lessons, doing the grocery shopping, preparing for the pool party, cleaning up after the pool party…Phew!

The party was a great success, though. All our rellies and neighbours came along, and were suitably impressed. Bryan did all the landscaping around the pool himself – it looks beautiful. The kids are rapt, already planning pool volleyball tournaments with their friends.

Russ and Sarah are great, but I do worry about them sometimes. They’re both doing well at school but I’m not sure they realise that Bryan and I aren’t going to coddle them forever. There’s a big bad world out there, and crime rates are rising. No wonder I lie awake at night.

Still, I can’t complain. We’ve both got good, secure jobs: Bryan’s manager of the local Bunnings, and I’m a geriatric nurse, with a promotion to matron on the horizon if I play my cards right. My job comes in handy with the in-laws, actually. Bryan’s mum just had a knee replacement and his dad’s got a dicky heart, so I keep an eye on them. They’re still independent, but we’ll have to think about finding them a retirement village someday soon. My folks live in Christchurch (where I’m originally from) so they’re no hassle, thankfully.

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*Helix Persona codes are not always sequential as not every Persona exists in every country.

Helix Personas is designed to provide accurate profiling of New Zealand consumers across a variety of attributes. The attributes that have been included in creating Helix Personas have been selected as the most predictive and defining consumer attributes. Helix Personas is a Trademark of Roy Morgan Research. Values Segments devised by Michele Levine of Roy Morgan Research and Colin Benjamin of The Horizons Network.